Exploring breakthrough innovation ideas in mainstream dry dog food.
Our client partner had visions of moving their brand within the category from a value brand to one which was differentiated and distinctive within the dry dog food category. They needed us to help understand the range of their brand, how to build the foundation to the architecture, attract new customers and how to innovate in a way that was both relevant to their current base and those new to the brand.
We deeply explored all aspects of the multi-faceted relationship between dog owners and their dogs; in particular the tensions, motivations and drivers behind their food choices.
We deconstructed the category to get a clear picture of how the brand and the brand’s full range is perceived and experienced, and how it fares against the competition. We explored the different levers that create differentiation within the category and measured how the brand currently performs against them. We introduced owners to three different innovation concepts, focused on creating a deeper connection with the brand based on trust; trust that the brand is balancing their need to provide a food their dogs deserve at a price that fits within their budget.
The Sound helped the brand refresh its proposition and drive growth by exploring brand innovation ideas in mainstream dry dog food.
Gaining Competitive Advantage
Our clients needed to continue to separate themselves from their competitors in a way that created clear brand distinction and inspired owners to move beyond product focus to a more holistic approach to their pet’s well-being.